Shopper Marketing Manager

The Role 

As more Americans turn to cannabis for well-being, we are looking to grow our team to help us bring additional safe, trusted products to even more consumers and channels across the country. The Beverage Trade Marketing Manager will be a key player in expanding our THC-infused beverage business and growing consumer access to our best-in-class products. This role is designed for individuals who have a self-starter mentality, a deep understanding of trade marketing best practices and tactics, and that have a passion for bringing our brands to life through the distribution network. Experience within the beverage space is a plus.  

You will develop and implement our trade marketing strategy and tactics through programs that drive customer and consumer engagement, product visibility, and distribution by working closely with sales and brand marketing teams to ensure successful product placement and consumer adoption across on-premise and off-premise channels. 

This is a hybrid role and will require in office work a few days a week at our Chicago office. The position also requires up to 50% travel. 

Responsibilities 

Trade Marketing Strategy & Execution 

• Omni-Channel Program and Asset Development: Brief, develop and bring to market various omnichannel programs and point-of-sale (POS) materials (display programs, merchandising tools, etc.) that align with brand guidelines and enhance customer engagement across retail and on premise channels as we look to drive awareness and consideration for the Beverage portfolio of brands 
• Manage demo and tasting efforts: Driving liquid to lips is critical for our product portfolio. Lead the strategy and execution of our sampling efforts across On Premise and Retail channels, working along demo agency partners and looking for ways to improve conversion rates and enhance demo experience 
• Provide monthly recaps of demo and tasting efforts to Leadership with insights and recommendations gleaned from key performance indicators 
• Education and Training Tools across Channels: Work alongside the Trade Marketing Director and Creative/Copy team to develop education tools and materials across the three tiers, outlining and developing resources and assets that educate the trade, distributor, customer and consumer on THC Beverages  
• National Account Planning and Support: Work with internal and external stakeholders to develop Customer pitch decks and custom programs for Key Accounts 
• Trade Show Management and Execution: Aid in developing our Beverage brands’ trade show presence, from creative design and ideation, to contract management, organization and execution of major trade events like the National Restaurant Association Show and the Hemp Beverage Alliance Expo 
• Monitor competitor activity, consumer trends, and market data to refine trade marketing strategies and identify new opportunities 

Channel & Partner Engagement 

• Establish and maintain strong relationships with most influential on-premise (bars, restaurants) and off-premise (liquor, grocery, c-store, etc.) partners 
• Partner with the Beverage Sales team and set a cadence for feedback, understanding needs and pain points and identifying opportunities to support our Sales efforts with the right tactics and materials 
• Collaborate with distribution partners to optimize product placement, promotions, and in-store experiences. Attend GSMs to understand opportunities for education and clarity of programming 

Cross-Functional Collaboration 

• Partner with brand marketing teams to translate and leverage our brand visual identity and standards to the beverage channel 
• Work closely with internal creative partners and external POS fulfillment agencies to brief, provide feedback on and develop elements and programs that align to Brand equity 
• Partner with the product, supply chain, and compliance teams to ensure campaign alignment with inventory, regulatory requirements, and overall brand standards 
• Collaborate with the Events & Experiential team when needed as Beverage Brand experiential activities and activations are developed. Partner in educating Brand Ambassadors on our Beverage Brand speaking points 
• Support new product launches and seasonal campaigns through targeted trade programs and in-store marketing tactics 

Performance Analysis & Optimization 

• Trade Program Post Mortem Analysis- Track, analyze, and report on the effectiveness of trade marketing campaigns, leveraging insights to drive continuous improvement 
• Alongside the Trade Marketing Director, manage the trade marketing budget, optimizing spend to achieve maximum ROI and campaign impact 
• Establish KPIs and reporting frameworks to measure campaign success and monitor retail partner performance 

Qualifications  

• 5+ years of relevant experience in trade marketing within the beverage industry (alcohol beverage and/or canned beverage experience highly desirable) 
• Proven experience in launching and scaling trade marketing programs with measurable impact across channels 
• Ability to balance high-level strategy with hands-on execution, ensuring flawless campaign delivery 
• Excellent project management skills, with the ability to manage multiple initiatives and timelines effectively 
• Comfort operating in a fluid and rapidly developing team and market landscape 
• Strong interpersonal and communication skills, with a talent for building relationships across sales, marketing, and distribution teams. 
• Bachelor’s degree in Marketing, Business, or a related field preferred; MBA optional 

Additional Requirements 

• Must pass any and all required background checks  
• Must be and remain compliant with all legal or company regulations for working in the industry  
• Must possess valid driver’s license 
• Must be a minimum of 21 years of age 

#HYBRID